Paslode 21º Framing System
Promotional Videos
ROLE: Creative Director
Paslode, a leading manufacturer of cordless and pneumatic nailers, staplers, and fasteners, sought a strategy for introducing an innovative framing nailer system. The brand needed to effectively introduce a “No Debris” promise. Two videos were produced that highlight the improved end-user experience: less stinging from flying debris, reduced waste, and fewer tool jams.
The creative drove nearly 750,000 FaceBook impressions allowing the brand to reach its audience in a way it had never done before.
The campaign won a Construction Marketing Association STAR Award for best use of Social Media on Facebook.
It also won a Silver Addy Award for Best Internet Commercial Campaign from the American Advertising Federation of the Greater Lehigh Valley.
CAMPAIGN SUCCESSES:
750,000+ Facebook Impressions
Award-winning project increased agency brand awareness
CREATIVE DIRECTOR
This award-winning project was the hard work of a talented team I was lucky enough to lead. As creative director, my role was to encourage, critique, and help the team realize its vision.
Flying Plastic Welt Syndrome
This video focuses on flying debris, a real and relatable problem for all framers. This issue was dramatized with a pretend medical condition, to which Paslode 21° is the cure. Shifting away from the typical tool ad to the tone of a medical ad allowed the brand to stand out in a saturated market.
Less Waste
This movie trailer-style video creates an engaging teaser for the tool. This approach is different than the common way of outlining product specifications.